eCommerce Copywriting Mistakes

eCommerce Copywriting Mistakes

Does your eCommerce store have low conversion rates? A multitude of reasons could be the cause behind your low conversion rates. Mistakes in the copy are often a contributor or the sole cause of poor conversion rates. Some businesses don’t think to look at the copy for mistakes that are deterring potential customers or simply not successfully driving them to buy. Yet, almost all copy could use some improvements. Good copywriting takes time to master. To improve your ecommerce copywriting skills, you must remember the following top five mistakes that people make in their copy and correct the mistakes when you catch them.

Uninspired Product Descriptions

As the creator of your product, you tend to be so passionate about it that you can go on and on about all of its features. However, too much talk of features bores consumers. If they don’t understand why a feature benefits them, then they aren’t likely to buy your product.

To write inspired product descriptions that convert at a high rate, focus on benefits more than features. A feature is a characteristic of the product; a benefit is what the user gains from using it. Using headphones as an example, a feature could be an ergonomic headband. The benefit of this feature is a comfortable fit allowing you to wear the headphones for hours.

Lacking Storytelling

It’s harder to connect with customers when you don’t tell a story. This doesn’t mean to lie to them. Storytelling is the presentation of product information and benefits in the form of a story. For example, you could tell a story of a customer who solved their problem with the product. Or you could show them the benefits of it via storytelling.

While incorporating storytelling in your copy, keep it concise and focused on one idea. Avoid obvious stories. Write an unexpected story to engage customers more. If you struggle to come up with stories, talk with your suppliers, designers, and customer service advisors. You’ll find great stories to incorporate in copy that way.

Failing to Provide Social Proof

By nature, people do what they see others do. If there’s no social proof on your webpage, then browsers feel less compelled to buy. They will be more hesitant to buy as well, especially if your site isn’t well-established. Consumers worry they may be scammed or that the product won’t be what they expected. Social proof helps calm their worries and compels them to buy.

You can utilize social proof by displaying customer reviews and including social media share buttons. If there are no reviews or social media shares yet, you can note how many items were sold so far. Also include any endorsements from influential figures like celebrities, influencers, and thought leaders.

No Proof for Product Claims

People have become more skeptical about claims that businesses make about their products and services. They are less likely to buy when there’s no evidence or proof to support the claims a company makes about their merchandise.

You should cite studies and link to other scientific proof to back up any claims you make. For product descriptions in which you make a product-specific claim, provide more details to back it up. For example, if you state it saves you money, then test your product and calculate how much money it saves.

Forgetting Your Target Audience and Ideal Customer

Content that’s written to appeal to everyone usually isn’t magnetic. It doesn’t spur many people to action. Most purchase decisions that people make are emotional decisions. If you’re not triggering the right emotion in your target audience, then they’re not going to buy the product.

For each product description or landing page you write, you should have the ideal customer for that product in mind. The ideal customer is more targeted than your target audience because you’re imagining marketing to an individual, rather than a group of people. This tip keeps your copy laser-focused on those who are most likely to use your product.

Mistakes in your copy hurt your conversion rates, and it’s not just spelling and grammar errors that do. Other common ecommerce copywriting mistakes that lower conversion rates are uninspired product descriptions, lack of storytelling, absence of social proof, no proof for product claims, and forgetting your ideal customer. With each product description and landing page you write, you should avoid making these top five ecommerce copywriting mistakes. You will likely notice an increase in your conversion rates once you implement the above solutions.

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SMBReviews is committed to providing small and mid-sized business owners with the information and resources they need to select the best service or product for their company.

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